Innocean and the AMCS launched a media activation
to highlight a recent study that found Aussies were unknowingly eating endangered shark in their takeaway ‘fish and chips’. Together with an army of marine biologists and acclaimed chef, Ben Shewry, the activation on Bondi Beach put endangered shark on the menu to lure Aussies into helping with shark and stingray conservation – all under the banner of ‘What’s under the batter matters’.

Instead of serving endangered shark, an environmentally sustainable seafood option from the Australian Marine
Conservation’s GoodFish Guide was served. AMCS branded DNA kits were also handed out to any sceptics, who could send a sample of flake from their local chippie
to be tested as part of the wider study by Macquarie University. The media activation attracted national
news coverage on Channel 9 and Sky News. The campaign is also supported by a soon-to-be released AMCS documentary by AMCS Shark Scientist,
Dr Leonardo Guida.